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Adopter Categories for New Products

Your constantly-updated definition of Adopter Categories for New Products and collection of topical content and literature

What are Adopter Categories for New Products?

Consumers are divided into 5 adopter categories based on their behavioral patterns and values. The 5 adopter categories, in order of their speed of uptake, are:

1. Innovators

2. Early Adopters

3. Early Majority

4. Late Majority

5. Laggards

When a new product first emerges in the market, it must be accepted by the different adopters that make up the market.

Identifying adopters is valuable for crafting marketing messages. By addressing any adopter category’s values, maximum impact is more likely.

Literature on Adopter Categories for New Products

Here’s the entire UX literature on Adopter Categories for New Products by the Interaction Design Foundation, collated in one place:

Learn more about Adopter Categories for New Products

Take a deep dive into Adopter Categories for New Products with our course Get Your Product Used: Adoption and Appropriation .

Designing for user experience and usability is not enough. If products are not used—and it doesn’t matter how good they are—they will be consigned to the trash can of history.

Sony’s Betamax, Coca-Cola’s New Coke, Pepsi’s Crystal Pepsi, and McDonald’s Arch Deluxe are among the most famous products which made it into production but failed to wow their audiences, according to Business Insider. In fact, Harvard Business Review dedicated a long piece to “Why most product launches fail”—so it’s not just big brands that aren’t getting their design process right but a lot of businesses and individuals, too.

So, what is the way forward? Well, once you’re sure that the user experience and usability of your product work the way you want them to, you’ve got to get your designs adopted by users (i.e., they have to start using them). Ideally, you want them to appropriate your designs, too; you want the users to start using your designs in ways you didn’t intend or foresee. How do we get our designs adopted and appropriated? We design for adoption and appropriation.

This course is presented by Alan Dix, a former professor at Lancaster University in the UK and a world-renowned authority in Human-Computer Interaction. Alan is also the author the university-level textbook “Human-Computer Interaction.” It is a short course designed to help you master the concepts and practice of designing for adoption and appropriation. It contains all the basics to get you started on this path and the practical tips to implement the ideas. Alan blends theory and practice to ensure you get to grips with these essential design processes.

All Literature

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